[A01] Describe your target market

📋 Instructions

In this assignment you’ll use the template given in a recent lesson to write a one-sentence description of your course’s intended target market.

This description will include who your course helps (the Group), what they want to achieve (the Goal), and what’s holding them back (the Obstacle).

The basic template is:

[Group] who want [Goal] but [Obstacle]

where:

• “Group” is a simple phrase like: stressed parents (adjective + noun).
• “Goal” is what they want, like “a new career” or “fewer family arguments”.
• “Obstacle” is the main thing they perceive as standing in their way.

Remember, the market you describe should meet the following criteria:

1. You’re familiar with this group of people and how they think
2. You have some experience achieving their goal (for them or yourself)
3. You have some evidence that they’ll pay to make progress

Note: You should be able to write a first draft of your description using your existing knowledge of the target market. You can use additional research (e.g., via Google) to fill in any blanks as necessary.

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👇 Examples

Here are some examples of completed target market descriptions:

• “Aspiring authors who want to self-publish a book but don’t understand the technical side of the process.”
• “Serious tennis players who want to win more matches but struggle with the mental side of the game.”
• “Board game enthusiasts who want to launch a project on Kickstarter but have no idea how to make sure it gets fully funded.”
• “Qualified yoga teachers who want to run classes on Zoom but don’t know how to translate their in-person teaching to online.”
• “Technical team leaders who want to run a productive software team but don’t have any formal management training.”

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💡 Tips

Here are some additional notes to keep in mind:

• If your market cannot be narrowed to a specific demographic Group, you can generalise to just “People”, i.e., “People who want [Goal] but [Obstacle]”.
• When thinking about the Goal, try to use the words your market would use when describing what they want. Likewise the obstacle.
• If the people who will buy your course (or make the decision to buy it on behalf of a company) are not the same as the people who will actually study it, describe the buyers - that’s your target market.

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🤖 AI Accelerators

You can use the following AI prompts to help you complete your assignment.

💬 Narrowing your target group

Use this prompt to narrow a broad target group to a more focused sub-group.

I plan to create an online course for [Group]. What are some specific sub groups I could target?

Example:

I plan to create a course for parents. What are some specific sub groups I could target?

💬 Brainstorming goals for your target group

Use this prompt to generate a list of possible goals for your target group.

I plan to create an online course for [Group]. What are some high-level goals my course could help this group achieve?

Example:

I plan to create an online course for inexperienced managers. What are some high level goals my course could help this group achieve?

💬 Identifying potential obstacles

Use this prompt to generate a list of potential obstacles to a given goal.

I plan to create an online course for [Group] who want [Goal]. What obstacles (practical or mindset) might prevent this group from achieving their goal?

Example:

I plan to create an online course for qualified yoga teachers who want to run classes on Zoom. What obstacles (practical or mindset) might prevent this group from achieving their goal?